While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

HEINZ has demystified the Super Bowl's use of roman numerals with its 'LVII Meanz 57' ad, as well as a petition to just call LVII, 57. During difficult times, unifying sporting events like the Super Bowl can bring people together, and HEINZ is showing how humor can help foster that connection.

Gen Zers in New York are flocking to eat a shared ‘perpetual stew’, an ever-simmering dish made of ingredients brought by those attending. Gen Zers are looking for IRL communities, and many are coming together to celebrate the imperfections in unorthodox creations like the stew.